Ambitious by nature
Driven by creativity
Thrilled by innovation

Orient Express

Le projet


Following SNCF’s acquisition of the Orient Express brand in 2011, in 2017 the Accor group joined in the effort to revitalise the brand, with the aim of making it one of the jewels of the luxury hotel industry by 2030.


The path taken is vital to the travel experience.


W-E-N-S! Stimulating all the senses. W is contributing to the rebirth of the Orient Express brand by capitalising on the legendary nature of the train and the unique experience of crossing a continent. The identity is inspired by the theme of orientation, expressed in a vocabulary referencing the four cardinal points in terms of typeface, iconography and colours.